Growth Hacking is a discipline that seeks the maximum optimization of the business in pursuit of increased profits; it is, in other words, a practice that seeks the highest possible growth through minimal expense and effort.
Born among startups, the Growth Hacker is a transdisciplinary profile that requires a technical and analytical profile with a creative and curious side. This is because, although the Growth Hacker needs to know how businesses work, his profession is characterized by identifying the key points and acting on them in unusual and out-of-the-box ways.
Based on a methodology of continuous experimentation, Growth Hacking follows a series of steps: The first is the global analysis of the business. Next is the identification of the growth drivers; the drivers are those key points whose optimization will bring a greater increase in profits. After identifying the drivers, an experimentation phase is reached in which inexpensive experiments are carried out both in time and money, the purpose of which is to activate such drivers.
Can a discipline such as Growth Hacking be applied to the web creation sector? Of course; and it is also very easy. Here´s how:
The first step in growing a business is setting a specific, measurable, achievable, realistic, and temporary growth goal. Being professionals in the web sector, we may want to change or diversify the target, we may want to do more daring projects, we may want to achieve more clients, we may want to work on bigger projects ...
The growth paths are multiple and for each company or individual they will be unique. Therefore, what we must do is choose one of the objectives and land it so that it is something that we can achieve in an agile and fast way.
An example could, in case you want to diversify to achieve more daring projects, establish the following objective:
"We want to get 3 potential clients to contact us in the next 3 months who want us to produce more daring projects and we will measure this through sub targeting."
Well, we have set a growth target. How are we going to do it? This is the phase of choosing the growth driver. The growth drivers are strategies by which we can achieve the proposed objectives; To choose the best ones, we will only have to think about which strategy allows us to achieve the highest return and involves the least possible expense.
- Can we attract new profiles through a Google and Facebook Ads strategy?
- Or would it be more useful to redesign our website?
- Would it be more efficient to work on SEO positioning?
- Or could we start doing content marketing on projects similar to the ones we want to produce?
- Would PR here help us?
Once the driver to be operated has been chosen, we arrive at the experimentation phase. The experiments are those actions that we will carry out to execute the strategy. If, for example, we choose to achieve the objective through a web redesign strategy, what actions could we carry out? We could rebranding, or work to give it a more daring design and in accordance with the type of projects we want to carry out, we could open a content section - or adapt the one we already have open - to start talking about innovative projects ...
All those experiments that we run must be monitored and analyzed.
Finally, in the next and last phase we will record the experiments carried out together with the results obtained and the lessons learned. This will prevent us from committing the same errors in the future and will also make us more and more efficient over time as we will begin to be able to detect what works for us and what does not.
For more information on how to grow a business in the web sector, all you need to do is register with Hypertry.